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Announced June 15, Balenciaga becomes the first fashion house to join Substack’s native sponsorship program. Image credit: Balenciaga
French fashion house Balenciaga is sharing brand content through a new channel.
The team has formed an official partnership with newsletter and media platform Substack. Announced June 15, Balenciaga becomes the first fashion house to join Substack’s native sponsorship program.
“Balenciaga has a century-long history of innovation, and I’m proud that it continues to forge ahead as a cultural catalyst, empowering creativity and new channels of independent thinking, embodied today with this Substack partnership,” said Gianfranco Gianangeli, CEO of Balenciaga, in a statement.
Creative collaboration
Balenciaga has maintained a presence on the fast-growing media platform, founded in 2017, since July 2025.
The luxury brand was among the first fashion brands to establish a profile on the subscription-powered platform, which offers newsletter, podcast, live video and chat functions.
The native sponsorship structure with which Balenciaga has enrolled is designed to give independent publishers access to brand partnerships without ceding editorial control.
To celebrate the announcement, the house hosted an intimate panel at its Cannes flagship on June 24. Image courtesy of Balenciaga
To celebrate the announcement, the house hosted an intimate panel at its Cannes flagship on June 24, coinciding with the 73rd Cannes Lions International Festival of Creativity.
The discussion was hosted by Farrah Storr, former editor in chief of Elle UK and current head of Substack international, and featured French novelist and essayist Pauline Klein and English fashion journalist Plum Sykes, authors of the Substack newsletters “On va dire ça” and “P.S. by Plum Sykes,” respectively.
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